Daily Ad Tweaks Are Wasting Your Budget
Ecommerce Playbook: Numbers, Struggles & Growth
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Redefining Advertising Workflows
This chapter emphasizes the need for a cohesive workflow in budget allocation and target setting for advertising, focusing on the use of incrementality and geo holdout tests for reliable decision-making. It advocates for prioritizing creative output and ad production over frequent bid adjustments, allowing marketers to create impactful ads based on audience insights. The discussion also highlights the evolving role of media buyers towards enhancing ad performance through collaboration with creative strategists.
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